The first thing you notice on Lime Crime’s website is the colors. Brilliant pastel pink, bright blue, and shocking lime adorn the main portal and emphasize their mission statement of “Rebellion in color.” Similarly, the first thing you notice about the young founder of Lime Crime, Doe Deere, is color. She has rocked nearly every hair color under the sun, from dazzling orange to ocean blue. Her lipsticks are similarly bright, with shades ranging from dark black to hot pink. This brilliant entrepreneur is colorful and clever, and her online makeup company has been changing the game since 2008.
Doe Deere was born in Russia and moved to New York when she was 17 in hopes of becoming a musician. She has been obsessed with color and the arts since a young age, and in 2004 she started sewing fashion and selling it on eBay under the handle limecrime. However, she couldn’t find enough bright, colorful makeup to go with the fashion she created. This became her motivation for creating her own cosmetics line. Like any great entrepreneur, she saw a gap in the market and set out to fill it.
Lime Crime was started in 2008 as an internet-based beauty brand with a mission to provide bold, high quality, cruelty free products. The brand has always strived to break boundaries and revolutionize the beauty world. Lime Crime was one of the first digitally-native cosmetics companies, and Doe Deere has found many benefits to operating online as an entrepreneur.
Another way Lime Crime is influencing the beauty world is its dedication to cruelty free products. The company does not test on animals and all of its products are vegan, meaning the cosmetics are made without any animal products.
To Doe Deere, beauty is a form of self-expression, a way of presenting yourself to the world in a unique and free way. She states now that, “Today, [Lime Crime] stands for color revolution, breaking the rules, and not being afraid to color outside the lines!” (Galore Interview, 2015). The revolutionaries who love the brand are affectionately called Unicorns. They are truly unique, bold, and unapologetically colorful. In this sense, Doe Deere is the original unicorn.